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GOOGLE TRUST SIGNALS
GOOGLE+, AUTHORSHIP, AND SHIFTING PUBLISHER POWER
@iACQUIREiACQUIRE.COM
trusling@iacquire.com
@tomrusling
https://plus.google.com/+TomRusling
General Manager, iAcquire
TOM RUSLING
About iAcquire
FOUNDED 2009
Hurray! We’re turning four!
LOCATED IN AZ & NYC
Coming to San Diego in 2014
1 EMPLOYEE / CLIEN...
@tomruslingiacquire.com
Overview
• Context on Google+
• Authorship: Authority at the page level
• Authorship: Authority at...
@tomruslingiacquire.com
The early days of Google+
Question One
When Google + launched in 2011 who here felt it was a
lame ...
@tomruslingiacquire.com
The early days of Google+
Question Two
Who here today still feels that Google+ is more or
less a f...
DOCUMENT
AUTHORITY:
THE OLD WAY
* Publisher Authority historically has been based strongly on links to
the page + links to...
It Has Been all about the WHERE
and not at all about the WHO
Google filed in 2005 with a
filing for continuation in 2011
GOOGLE
AGENTRANK
For some information sources, all of the cont...
QUOTE TIME
iacquire.com @tomrusling
Within search results, information tied to
verified online profiles will be ranked hig...
@tomruslingiacquire.com
What is google+ ?
Google+ is a social networking
and identity service that is
owned and operated
b...
@tomruslingiacquire.com
The new document authority
Publisher Authority
<link rel="author" href="https://plus.google.com/10...
@iacquireiacquire.com
In Late 2013 Matt Cutts Told Us
to Expect To See Agent Rank This
Year and Also A Reduction of
Author...
@tomruslingiacquire.com
Authorship In Flux
Via Moz Cast data
@iacquireiacquire.com
True to his word, Authors in the serps Were reduced
but does this mean
authorship is less important?
Domain Authority
Definition: The overall level of trust a domain has in the eyes of a search engine and
it traditionally d...
Domain Authority: SEO MOZ 2013 SURVEY
@tomruslingiacquire.com
Domain level authority link metrics
Page-level Link Metrics
...
@tomruslingiacquire.com
Domain Authority
MOZ 2013 Search Engine Ranking Factors Survey
*Listed as less of a factor than pa...
iacquire.com
Domain Authority
Question:
Could a collection of diverse highly trusted authorship
contributions act as a key...
iacquire.com
Domain Authority
The Future of Building Domain
Authority?Feature a collection of authenticated posts from a c...
@iacquireiacquire.com
Authenticated Digital Signatures Are
Superior To Links. Google is moving
from “Strings” to “Things”.
Print Journalism
@tomruslingiacquire.com
Print Journalism: An Economy In Shambles
@tomruslingiacquire.com
Print Journalism: An Economy In Shambles
@tomruslingiacquire.com
Trust
Distribution
TWO TRADITIONAL
KEY FEATURES OF
NEWSPAPERS
iacquire.com @tomrusling
POWER IS
COMING BACK
TO THE HANDS
OF THE
CREATORS
iacquire.com @tomrusling
@tomruslingiacquire.com
But What Does that mean?
Internet Graphs
@tomruslingiacquire.com
Publisher Graph Social Graph Author Graph
(early 2000’s version)
+ +
?
@tomruslingiacquire.com
VoiceRank™
iAcquire’s agent graph and scoring system created to evaluate the authority and trust o...
@TomRuslingiacquire.com
VOICERANK VOICEGRAPH:
To Date:
• Top 70,000 Digital Publications
(blogs, magazines, news sites)
• ...
@tomruslingiacquire.com
Top 70,000 Sites Top 2,500 Sites Top 500 Sites
16.4%
G+ Usage
24.8%
G+ Usage
37.8%
G+ Usage
11,459...
@tomruslingiacquire.com
A New Writing Economy
• Marketers will place great value on the “who” and not
just the “where”
• W...
“Those who tell the stories
rule the world”
RECREATING THE
WRITING
ECONOMY
iacquire.com @tomrusling
- Plato
A platform to ...
SO WHAT?
Change the way you
approach content
development for your
business website
Affect how you develop
your personal br...
THANK YOU!
@iACQUIREiACQUIRE.COM
iacquire.com
Resources
• Moz – “How to Prepare for AuthorRank and Get the Jump on Google”
• Search Engine Land – “What Soc...
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Google Trust Signals: Google+ Authorship and Shifting Publisher Power

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iAcquire's General Manager, Tom Rusling, spoke at AZ Tech Beat on the importance of Google Authorship.

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Transcript of "Google Trust Signals: Google+ Authorship and Shifting Publisher Power"

  1. 1. GOOGLE TRUST SIGNALS GOOGLE+, AUTHORSHIP, AND SHIFTING PUBLISHER POWER @iACQUIREiACQUIRE.COM
  2. 2. trusling@iacquire.com @tomrusling https://plus.google.com/+TomRusling General Manager, iAcquire TOM RUSLING
  3. 3. About iAcquire FOUNDED 2009 Hurray! We’re turning four! LOCATED IN AZ & NYC Coming to San Diego in 2014 1 EMPLOYEE / CLIENT 95 content marketing specialists @tomruslingiacquire.com
  4. 4. @tomruslingiacquire.com Overview • Context on Google+ • Authorship: Authority at the page level • Authorship: Authority at the domain level • Power shifting back to creators
  5. 5. @tomruslingiacquire.com The early days of Google+ Question One When Google + launched in 2011 who here felt it was a lame attempt for Google to compete with Facebook?
  6. 6. @tomruslingiacquire.com The early days of Google+ Question Two Who here today still feels that Google+ is more or less a failure for Google?
  7. 7. DOCUMENT AUTHORITY: THE OLD WAY * Publisher Authority historically has been based strongly on links to the page + links to the domain iacquire.com @tomrusling Document Ranking Authority Publisher Authority
  8. 8. It Has Been all about the WHERE and not at all about the WHO
  9. 9. Google filed in 2005 with a filing for continuation in 2011 GOOGLE AGENTRANK For some information sources, all of the content is under the control of a single agent. In such cases, the reputation of the agent can be directly correlated with the content of the information source. In other cases, however, control may be delegated among several agents, each controlling a partition of the information source. To the extent that these partitions can be identified, agent reputation can be calculated at the partition level. “ ” iacquire.com @tomrusling
  10. 10. QUOTE TIME iacquire.com @tomrusling Within search results, information tied to verified online profiles will be ranked higher than content without such verification, which will result in most users naturally clicking on the top (verified) results. The true cost of remaining anonymous, then, might be irrelevance. “ ”The New Digital Age by Eric Schmidt, Chairman of Google (April 2013)
  11. 11. @tomruslingiacquire.com What is google+ ? Google+ is a social networking and identity service that is owned and operated by Google - Eric Schmidt at the Media Guardian Edinburgh International TV Festival (August 2011) So the solution of course that we’ve come up with is called Google+, which is in essentially early beta, and it looks like it’s doing very well so far. It essentially provides an identity service… “ ”
  12. 12. @tomruslingiacquire.com The new document authority Publisher Authority <link rel="author" href="https://plus.google.com/103327559741952477457/"/> Agent AuthorityDocument Authority
  13. 13. @iacquireiacquire.com In Late 2013 Matt Cutts Told Us to Expect To See Agent Rank This Year and Also A Reduction of Authors in SERPs.
  14. 14. @tomruslingiacquire.com Authorship In Flux Via Moz Cast data
  15. 15. @iacquireiacquire.com True to his word, Authors in the serps Were reduced but does this mean authorship is less important?
  16. 16. Domain Authority Definition: The overall level of trust a domain has in the eyes of a search engine and it traditionally driven by factors including domain age, popularity (links), size, freshness of content. • It’s important because search engines prefer to highly rank content on sites that are considered trustworthy and authoritative. • It traditionally has been tied to volume, type, and quality of links from documents on other trusted domains. @tomruslingiacquire.com
  17. 17. Domain Authority: SEO MOZ 2013 SURVEY @tomruslingiacquire.com Domain level authority link metrics Page-level Link Metrics Page-Level Keyword & Content-based Page-level, Keyword-Agnostic Features Domain Level Brand Metrics User Usage & Traffic/Query Data Page-level Social Metrics Domain Level Keyword Usage Domain Level Keyword-Agnostic Features
  18. 18. @tomruslingiacquire.com Domain Authority MOZ 2013 Search Engine Ranking Factors Survey *Listed as less of a factor than page load speed! FACTOR Importance Rating Page Level Keyword-Agnostic Features Mid Level Factor* Overall Algorithm Not Mentioned Domain Level Brand Metrics​ Not Mentioned Domain Level Keyword-Agnostic Features​ Not Mentioned
  19. 19. iacquire.com Domain Authority Question: Could a collection of diverse highly trusted authorship contributions act as a key trust indicator of a domain, rather than just a page-level trust signal?
  20. 20. iacquire.com Domain Authority The Future of Building Domain Authority?Feature a collection of authenticated posts from a collection of highly trusted author ‘agents’ who create engaging content which garners social interaction, comments, and links.
  21. 21. @iacquireiacquire.com Authenticated Digital Signatures Are Superior To Links. Google is moving from “Strings” to “Things”.
  22. 22. Print Journalism @tomruslingiacquire.com
  23. 23. Print Journalism: An Economy In Shambles @tomruslingiacquire.com
  24. 24. Print Journalism: An Economy In Shambles @tomruslingiacquire.com
  25. 25. Trust Distribution TWO TRADITIONAL KEY FEATURES OF NEWSPAPERS iacquire.com @tomrusling
  26. 26. POWER IS COMING BACK TO THE HANDS OF THE CREATORS iacquire.com @tomrusling
  27. 27. @tomruslingiacquire.com But What Does that mean?
  28. 28. Internet Graphs @tomruslingiacquire.com Publisher Graph Social Graph Author Graph (early 2000’s version) + + ?
  29. 29. @tomruslingiacquire.com VoiceRank™ iAcquire’s agent graph and scoring system created to evaluate the authority and trust of established authors on the web. • Frequency posts by the writer ‘agent’ • Authenticated article metrics • Publisher authority metrics • Links and citations to authenticated articles • Social interaction and comments Engagement Factors & Signals
  30. 30. @TomRuslingiacquire.com VOICERANK VOICEGRAPH: To Date: • Top 70,000 Digital Publications (blogs, magazines, news sites) • Analyzed last 30 days of posts for use of Google+ Authorship • Discovered over 25,000 unique Google+ authenticated author profiles EARLY FINDINGS
  31. 31. @tomruslingiacquire.com Top 70,000 Sites Top 2,500 Sites Top 500 Sites 16.4% G+ Usage 24.8% G+ Usage 37.8% G+ Usage 11,459 sites 620 sites 189 sites VOICERANK EARLY FINDINGS
  32. 32. @tomruslingiacquire.com A New Writing Economy • Marketers will place great value on the “who” and not just the “where” • Writers become part of the value chain • A newly defined economy and career path for established writers
  33. 33. “Those who tell the stories rule the world” RECREATING THE WRITING ECONOMY iacquire.com @tomrusling - Plato A platform to connect publishers with trusted, high authority writers Publishers of all kinds will open up their purse strings to attract high authority writers Authors with higher VoiceRank™ will be significantly rewarded
  34. 34. SO WHAT? Change the way you approach content development for your business website Affect how you develop your personal brand and thought leadership in your category 21 Photo Courtesy of Mike Arnesen Look for authorship to be a key trust signal for your entire domain in the future 3
  35. 35. THANK YOU! @iACQUIREiACQUIRE.COM
  36. 36. iacquire.com Resources • Moz – “How to Prepare for AuthorRank and Get the Jump on Google” • Search Engine Land – “What Social Signals Do Google & Bing Count?” • Google Patent App • SEO By the Sea – “Agent Rank or Google Plus as an Identity Service or Digital Signature” • Core PHP – “Complete Guide to Google Authorship for SEO” • Wikipedia – “Graph Theory” • Wikipedia – “Open Graph”
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